An unexpected, unusual, and wholly brilliant campaign from Louis Vuitton: “Louis Vuitton pays tribute to The Greatest… Spoken Word Artist Yasiin Bey and calligrapher Niels Shoe Meulman revisit the words of Muhammad Ali.

The sound and visuals, coupled with Ali’s words, make for a shiveringly good set of videos – but you may be wondering what it all has to do with fashion. Truth is, not much at all, but LV are right not to let such a technicality get in the way of good branding.

They explain the campaign as being about travel, making a conceptual leap from physical travel to life journeys. “For more than 150 years Louis Vuitton has been promoting the art of travel,” says the brand. Adding, “A unique journey goes beyond destination. It’s about courage, inspiration, dream, life.”

Watch the videos after the break.

Louis Vuitton The Greatest video

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